Copywriting 101: How to write with clarity and establish authority

Think before you ink

Writing with clarity is all about designing your idea to be simple, easily understandable and memorable.

Today, you’ll learn:

  • The exact process to attain clarity before you start writing
  • Exercises to strengthen your message
  • How to play with adverbs to make your writing more powerful

What’s the one thing you need to write with clarity

Your ability to break an idea into simpler sub-ideas that help the reader to absorb the information easily is writing with clarity. It’s having clarity of thought.

To write clearly, your mind should watch your thoughts slow down, sit and settle. It’s like snorkeling. Too many suspended particles affect your visibility. So you wait for the water to settle down. Likewise, to write with clarity, you should wait, think and understand clearly.

Understanding an idea happens in 3 stages:

  1. Acknowledge – Giving the idea a thought and taking the liberty to agree/disagree to it.
  2. Organize – Logical structuring of your ideas with the help of a clear goal and outline to steer your writing.
  3. Mapping – Drawing relevance. This is where all the connection happens. The place where you say – “Makes sense!”
    Example: Connecting the subheadings to the main idea so that you don’t deviate from the subject and stay focused.

Without the above steps, it becomes impossible for you to write with clarity and bring your ideas to life.

If you follow the above process, you can bring clarity to your writing — one sentence at a time.

How to strengthen your message

To write is human, to edit is divine. – Stephen King

You need not struggle to write with clarity the very first time. It’s the editing that energizes your first draft and turns it into something more powerful.

6 kickass tips to strengthen your message:

  • Use power words that evoke a feeling, emotion or stimulate a response
  • Kill your favorite sentence mercilessly if you think it confuses your reader
  • Eliminate filler words
  • Carry out several rounds of edit to make sure your writing is clear, has a flow and gets to the point quickly
  • Replace big words with simple, smaller and unambiguous words.
  • Replace adverbs with stronger, better verbs.

Let’s see how to play with adverbs in the following section.

How to use adverbs smartly

If you are using an adverb, you have got the verb wrong. – Kingsley Amis

Because adverbs weaken your writing by sucking the energy out of a phrase. Adverbs make your writing bleak and powerless which bores the reader.

But how do you avoid using adverbs? By replacing (adverb + verb) with a better verb.

Example:

  1. She sighed irritatingly in pain and despair.
  2. She groaned in pain and despair.

What sounds better to you? The second example obviously because the better verb is doing a better job. It just sounds good. And writing well is all about sounding good.

But there are times when adverbs are a must to set the context. Sometimes, you’ve got to describe your verb more accurately to narrate the situation. And these are the only times you should pledge to use adverbs to make your writing stronger – to read your emotion.

Example:

The company urged the employees to avoid misusing the resources.

This sentence implies that the employees are/were/could be irresponsible in using the resources and hence the company issued a notice.

The company urged the employees to use the resources sparingly.

The above sentence sets the context. Why did they mention sparingly? Is the company running losses? Are they running out of resources? Is replenishing their resources becoming a big problem? The readers put on their thinking caps instantly and that’s exactly what you want as a writer.

You see – one adverb could imply so much more meaning when used smartly. So, choose your adverbs wisely.

Conclusion

When your message is clear, you naturally attract followers who’re eager to hear and learn from you. They listen to you and you matter to them. This is how you build authority with clear messaging.

Questions on clear messaging? Let’s figure it out in the comments!

Why Persuasive Copywriting Is Dead And How Empathetic Copywriting Attracts Your Clients

Persuasive writing is the form of copywriting that influences the reader to take a pre-defined action.

Whereas, Empathetic Copywriting is about – understanding your audience, genuinely educating them with the options you have so that you transform their lives. All this, without sucking their blood (*hammering to sell!).

Empathetic copywriting is written keeping real people in mind unlike persuasive copywriting – which sounds solely sale-oriented.

I’m not saying there is not going to be any kind of persuasion in empathetic copywriting. I’m saying that the element of persuasion will come from a point of genuine care and goodwill toward your clients.

And that’s why, writing with empathy is what attracts your best of clients.

How to write with empathy

The first step to marketing is brand messaging. Marketing begins with sorted brand messaging.

As a business, your core brand messaging should identify with your audience. And at the same time, it should clearly reflect your biggest strengths to evoke a collaboration.

Your core brand messaging should blend in such a way that your biggest strength is all about solving your clients’ biggest pain points.

See, this shows that you’re in business for one main reason – to complement your audience’s weak points by giving them the exact solution they’re looking for.

You’re here to free your audience from the exact worry that’s been hindering their growth and transformation.

And imagine how much your clients will agree with you if your brand messaging identifies and empathizes with them.

Imagine how much your clients will adore you when you’re creating content only with an intention of adding value first.

KIP: The 3-step formula to write with empathy:

  1. Know your audience’s exact pain points

  2. Identify with their struggles and acknowledge that in your copy

  3. Promise them to end the struggle and bring growth and transformation

Seal the gaps in your communication with empathetic copywriting

Putting yourself in the audience’s shoes – is the first step to understand, identify and acknowledge their biggest pain points.

Empathy is when you make your reader feel heard, understood and important.

It is when you DON’T make them feel zoned out – they start relating to you.

It is when you DON’T make them feel like a faceless speck from the masses – they start valuing you.

It is when you make them feel understood – the chemistry of liking strikes.

So it all boils down to understanding your reader. Inside out.

Have you ever observed this – even in your relationships, listening and speaking out helps understand each other better than frowning and sulking? (This is coming from a person who was a big-time sulker! I’m still working on it btw.)

When you synthesize your audience’s thoughts that they find difficult to express, you’re attracting your audience.

When your audience feel understood, they take the first step toward trusting you and believing in what you have to say. This tells them that you know where they’re coming from – a point of stress and struggle – a point that YOU have surpassed – a point in place they want to be

Empathetic Copywriting works because it:

  • Doesn’t force/coax/pressurize/ your readers

  • Doesn’t come across as salesy

  • Doesn’t limit user personas to a set of demographic patterns but also cares about audience’s tastes, traits and behavior in as much.

Benefits of Empathetic Copywriting

Empathetic Copywriting:

  • Doesn’t repel your audience because you’re never giving them what they don’t want

  • Helps clarify instead of confusing the reader

  • Appeals to the person you’re writing for (imagine the horror of your reader not understanding you. Phew!)

  • Simplifies your brand messaging and content creation process (because you understand your audience better now)

  • Helps you lay a strong foundation for relationship marketing (which never fails when marketed to the right audience)

Marketing becomes less challenging with empathetic copywriting because you are aligning all of your content around your audience’s needs.

When you know how the reader feels and acknowledge that in your content, the reader acknowledges your empathy through – action, engagement, purchase etc.

Now you see how genuine connection + empathetic copywriting makes your business growth so much simpler and easier.

Summary: How to write with empathy

  • First, understand your audience (their feelings, behavior and thoughts)

  • Empathize and acknowledge (in your copy)

  • Propose your solution (the transformation you bring)

The above three steps don’t look anything like online sales from far far away isn’t it?

How else do you empathize with your audience? What else do you do differently? Tell me in the comments.

Download this FREE guide to refer to Empathetic Copywriting offline.

How to identify your brand message and nail it like a boss

 

By the end of this blog, you’ll have learned:
1. How to write your USP
2. What is your unique angle
3. How to write your mission statement
4. How to write your vision statement
5. How to stand out from your competition

Your prime offer isn’t selling because you’re not communicating your brilliance.

How do you describe what you do in one powerful sentence?

It so happens sometimes – you either narrate a boringly lengthy story or you go blank, right?

Don’t worry. It has happened to the best of us.

This happens when you haven’t delved enough to understand your brand. 

Hang on and you’ll learn how to dissect your brand and come up with the core branding statements that help you rise above the noise and command premium prices.

How to write your USP

The purpose of your messaging strategy is to help you be differentiable so that your prospects pick you over your competition.

Many business owners find it difficult to come up with a compelling USP. This happens because they’re busy joining the race. They want to do what their competitors are doing instead of identifying their unique angle.

What is your unique angle?

You can identify your unique angle when you accept your strengths and weaknesses wholeheartedly and build from there.

What it means is, elevate your strengths and complement your weaknesses to build a powerful brand.

For example, if you’re good at strategizing growth but have no idea how to create content, you should focus on strategizing growth and let someone else take care of content. 

The goal is to become extremely and especially good at the ONE thing you love to do. That is your unique angle.

Now take your unique angle and create your USP.

The purpose of your USP is to build a reputation for your brand or reinforce your preexisting brand reputation.

The formula to writing your USP

Your USP describes the purpose, goals, and benefits of working with your company.

Your USP = Who you are + What you do + For whom + Why it is beneficial + How you do it

Let me dissect my own USP. 

I’m a copywriter and brand strategist for thriving businesses looking to amplify their influence by expressing their innovativeness.

Who you are + What you do = I’m a copywriter and brand strategist

For whom = For thriving businesses

Benefits = Amplify your influence

How you do it = By expressing your innovativeness

Your turn. Write down your USP with the above formula.

Done?

Let’s move on to writing your mission statement.

How to write your mission statement

Your mission statement describes how you put your USP into action. How you differentiate your work from the others. What is the core function that makes your business what it is, what is it that you actually do? Describe this in one sentence.

Let’s take Content Primer’s mission statement as an example.

Our mission is to help businesses/organizations communicate their ideas + express their innovativeness without the stress and struggle.  

Don’t overthink this one. Because your mission is the very reason you started your business. It’s your primary purpose. Write it down.

How to write your vision statement

How to write your vision statementHow is your vision statement different from your mission statement?

Your vision statement talks about your aspirations whereas your mission statement specifies what you do in the present and how you do it.

Your vision statement tells the reader WHERE you want to be, what inspired the founding of your company, and what’s the idea that sparked the realization and growth of your brand. Write it one sentence.

For example: 

Content Primer’s vision is to connect like-minded entrepreneurs who bring about their developmental ideas together to improvise world affairs.

Your turn. Write down your vision statement keeping your company’s place in the future in mind.

How to beat your competition – Carve your identity 

When you compete based on the value you are providing to your client/customer, price becomes irrelevant. At this point, you may not believe it because money is everything, right?

Not really.

I’ll tell you how and why you with a well-known example.

You subscribe for Amazon Kindle membership even though you barely read a book.

It’s all about the offer being presented.

How to stand out from your competition

Tell me this.

What is more valuable? 

  1. You get to read unlimited books for $10/month
  2. Buy a book for $5 each

What is more valuable? Obviously the first option right? If you’re a bookworm who gulps in 2 books per week, the first offer is a steal deal. Even if you want to read just three books per month, the offer is a no-brainer and your natural instinct is to go subscribe. 

Got my point?

Now, did you see how price became irrelevant? You chose the more valuable offer even though the unlimited subscription model is priced at thrice the average price. This is when price becomes just a number.

Increase the value of your package to create a juicy offer that sells itself. 

Creating irresistible offers that bundle up relevant products/services is a great way to differentiate yourself from the competition.

What’s one thing you bought because the offer was too good to be ignored? tell me in the comments. even better if you can share the link for the offer. If you need further help crafting the core statements that define your company’s identity, we’re happy to help you.

Follow Content Primer on Facebook to stay updated about brand messaging and attracting your ideal clients.

 

 

The Guide: Social Media for Business

The path to social media excellence is not a gaily prance. The data consumed is enormous. Riding on the success of other’s social media strategies is not a good option to implement in your business. Here is a generalized, yet customizable infographic guide to help you design your own social media strategy.

social media